-LRB- CNN -RRB- -- Among the entertainers who have donated their energies to the USO in recent years are Stephen Colbert , Jon Stewart , Scarlett Johansson , Kid Rock , Queensryche , Toby Keith , Lewis Black and Robin Williams .

Stephen Colbert 's trip to Iraq , facilitated by the USO , was six months in the planning .

But when the USO conducts a public opinion survey asking people who they think of when the military service organization is mentioned , one name always comes up .

`` The first thing out of their mouths is ` Bob Hope , ' '' said Mark Phillips , the USO 's vice president for communications , with an audible shrug . `` And if they 're not part of the military , the list stops there . ''

As the country celebrates Independence Day and pays tribute to the men and women who serve in its armed forces , the USO is trying to change that mindset .

The organization , which was founded in 1941 to bring comfort and entertainment to America 's men and women in uniform , has been focusing its support on American troops stationed around the world , particularly those in the military theaters of Iraq and Afghanistan , said Phillips .

As part of that initiative , it 's paying a great deal of attention to the troops ' desires , whether they be for high technology -- the USO recently brought video game/HDTV entertainment centers and satellite-based telephone systems to some areas -- or a diversity of entertainers , including rappers and NFL players .

The Colbert trip was a meeting of the minds between the Comedy Central star and the military , said Rachel Tischler , the USO 's vice president for entertainment operations . The `` Colbert Report '' host , who has attested to his interest in Iraq in such venues as Newsweek magazine -LRB- he was a guest editor last month -RRB- , expressed interest in going , a request that made its way up the chain of command to Gen. David Petraeus , the former leader of coalition forces in Iraq . Petraeus liked the idea , said Tischler , and the principals were put in touch with the USO .

Colbert 's excursion , which the comedian called `` Operation Iraqi Stephen , '' was unusual for the USO , she added .

`` We try to keep our footprint small , '' she said , noting that the organization is reliant on the military to feed and house its guests . In `` Colbert 's '' case , the footprint was considerably larger : Colbert 's staff and several USO employees -- not to mention 150 volunteers . The trip required six months of planning .

But the broadcasts went well , with Colbert paying tribute to the military and the USO 's volunteers -LRB- as well as his own staff -RRB- on the `` Report . ''

He also put in a plug for USO donations : `` The USO does more than bring my show to Baghdad , '' Colbert said on the show . `` They also deliver much-needed care packages to the troops . '' -LRB- Whereupon , in a care-package primer , Colbert and Tom Hanks filled a box with shaving gel , Tang and a demolished ice sculpture . -RRB-

The group remains greatly dependent on the kindness of strangers , said Phillips .

`` We 're primarily a volunteer organization , '' he said , noting the USO has fewer than 400 paid employees and 25,000 volunteers . Though the USO does receive a small congressional appropriation -- $ 20 million in 2008 -- much of its funding comes from individuals , corporations and in the form of in-kind services .

Jamie Masada , the owner of Los Angeles ' Laugh Factory comedy club , said the organization is close to his heart . He followed a tour of Laugh Factory comedians with an invitation to service members to visit his club .

`` What we try to do is give the soldiers -- the people that are out there putting their lives on the line for our country ... we try to say , one day if you come to Los Angeles , if you want to be a comedian , our door is open to you . We want you to send us some material , some jokes , '' he said .

At a recent USO fundraiser , five service members were given the opportunity to compete for the title of `` funniest service member . '' The group was given advice from several notable comedians , including Tom Dreesen and Paul Rodriguez , and the winner received cash , gift certificates and a performance at the club , complete with name on the marquee .

A number of performers return again and again . Toby Keith has gone on at least seven USO tours ; `` He insists on going to the smallest , most remote places , '' said Phillips . Actor Gary Sinise and his Lt. Dan Band are also frequent participants .

`` There are n't enough words to describe just how grateful I am to our nation 's troops , '' said Keith in a press release before this year 's tour . `` I 've participated in several USO tours over the years and I 've seen firsthand their sacrifice . And I will not stop doing all I can to show my support and lift their spirits . ''

Many entertainers shy away from publicity , particularly on the home front . `` We have celebrities come to Bethesda Naval Hospital , Walter Reed ... and they almost always insist we do n't talk about -LSB- the visits -RSB- , '' said Tischler .

At its core , Phillips said , the USO remains dedicated to the needs of U.S. service members .

`` Service members in Iraq and Afghanistan are frequently at small , remote bases , '' said Phillips . `` There 's little in the way of creature comforts . Those are the things we try to deliver . ''

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USO often brings thoughts of Bob Hope , but organization well beyond that

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Group offers technology , entertainment to troops overseas

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USO played key role in arranging `` Colbert Report '' from Iraq